Build a Solid Digital Foundation with Website Optimization Services

Your website can easily have good content, quality services, consistent traffic, and still fail to live up to expectations because of structural issues out of your site visitors' control.

Search Intelligence System provides website optimization services that address the technical, structural, and content base of your website.

Get a Website Optimization Assessment →
Website optimization specialists analyzing performance, usability, structure, and technical health.

01

A Website Should Be With the User Every Step of the Way

A website is not a collection of web pages.

  • Web pages should not break and load empty.
  • A website's navigation should work.
  • A website should clearly articulate its offerings.
  • A website's most important information should not be hidden.
  • A website should have visible calls to action.
  • A website should be accessible across multiple devices.

When assessing your site, we don't look at technical metrics in a vacuum. We look at everything from loading pages and broken navigation to broken calls to action as a single comprehensible system.

Search visibility services are appropriate for businesses that struggle to surface organically in search results.

02

Our Website Optimization Services

Each site experiences their own unique combination of strengths and weaknesses.

We address the following in our website optimization efforts:

  • site performance
  • Core Web Vitals
  • mobile usability
  • site architecture
  • site navigation and the relationships of site pages
  • technical health of the site
  • sitemaps and schema markup
  • site content
  • broken pages and links
  • redirects
  • site crawls and whether a site is indexable
  • competitive or duplicate page URLs
  • site functionality

We don't assume that one business can fit all improvement strategies. We evaluate each client’s site individually and determine what matters most for that site.

03

Speed and Performance Optimization of Websites

Website visitors expect your site to be quick. Performance issues may lead users to leave a site before understanding the business offering.

01

Website Optimization

Speed optimizations should not lead to loss of functionality.

We look for a balance of performance and functionality.

The goal is a website that can be dynamic and perform the tasks a business requires.

04

Core Web Vitals Optimization

Core Web Vitals help measure page experience and can help determine if a page loads vital content efficiently, how well the page responds to user input, and if content appears to move unexpectedly due to page loading.

We use these as diagnostic guidelines and do not consider achieving ideal scores on these to be a goal.

05

Mobile Website Optimization

Buttons can be hard to tap; navigation can become difficult, forms can grow too cumbersome, text can become too difficult to scan, and important call to actions can be hidden in the background by unneeded visual elements.

Optimizing for mobile can incorporate:

  • navigation;
  • content readability;
  • button and link usability;
  • forms;
  • page spacing;
  • images;
  • interactive elements;
  • loading performance;
  • and access to important contact actions.

The goal of mobile optimization is to create a website that is simple to use and understand.

07

Technical Website Optimization

We analyze how each key page is built, and then we find issues which we could prioritize.

This can be issues which affect crawlability, indexability, canonicalization, redirects, broken links, duplicate URLs, and XML sitemaps.

Sitemaps must include the most important pages.

Interacting with a website must be secure.

If website search issues begin to affect performance in other areas of organic search, our Search Visibility Services offer a more encompassing search strategy to address these problems.

Structured data need to accurately describe information on the page.

08

Optimize Website Content for Clarity

We review pages with the perspective of someone trying to make a decision.

  • Can the visitor identify the service?
  • Does the page answer the questions that naturally arise?
  • Is important information hidden inside long repetitive sections?
  • Does the content logically flow from a customer’s problem to the solution?
  • Is the next action clear?

Improving content organization will help a customer while maintaining depth.

This can include more useful explanations, calls to actions, improved organization, stronger introductions, and removal of unnecessary repetition.

For pages that already attract the right visitors but produce too few inquiries, our Conversion Optimization Services can address the conversion journey in greater depth.

09

Website Optimization for Search and AI Discovery

A technically healthy website provides a strong foundation for that information.

Clear architecture helps show how topics relate.

Ordered content helps distinguish important topics.

Where appropriate, structured data can provide additional detail.

Our AI Search Visibility Services focus on the more advanced AI discovery systems, while this service is focused on the website foundation.

Mobile usability researcher evaluating website navigation, readability, and contact actions.

10

Website Optimization for Local and Multi-Location Businesses

For businesses that operate in multiple geographic areas, the structure of the website is critical.

For multi-location businesses, we can evaluate:

  • location architecture;
  • service and location relationships;
  • navigation;
  • business information;
  • page templates;
  • duplicate content;
  • internal page connections;
  • and how well the website supports new market growth.

Our Local SEO Services focus on local discovery, while Market Expansion Services can support businesses entering new geographic areas.

11

Fixing Website Issues Before They Grow

Changes made gradually can add up to glaring issues.

Website review on a regular basis can help identify issues such as:

  • broken links,
  • redirect chains,
  • outdated pages,
  • duplicate content,
  • inaccessible resources,
  • inconsistent templates,
  • indexing issues,
  • performance issues,
  • and pages that no longer have a useful customer purpose.

12

Pre and Post Website Redesign Optimization

We can evaluate the site to protect valuable assets prior to, during or after major changes are introduced.

This may entail review of the:

  • high-value URLs,
  • re-directs,
  • page hierarchy,
  • navigation,
  • content,
  • technical and accessibility issues,
  • structured data,
  • mobile site speed, and
  • post re-direct issues.

13

Optimize Based on What Your Business Needs Most

In general, larger more complex issues that span more than just one page should be addressed before less impactful issues on pages that get little to no traffic.

14

Our Website Optimization Process

  1. 01

    To understand what the website needs to accomplish

    Understanding the business

    Identifying the important services, audiences, customer actions, search channels, markets, and the challenges of the website give the technical decisions a business context.

  2. 02

    To understand the current website

    How do customers engage with the website?

  3. 03

    To determine the priority issues to address

    Which issues are critical to addressing the biggest issues the website has to overcome?

  4. 04

    To build a prioritized improvement plan

    How do we outline the necessary steps to address the identified goals and objectives?

  5. 05

    To implement and test the improvements

    Did the goals we wanted to address get addressed?

  6. 06

    To monitor the health of the website

    Website optimization does not have to end.

    How do overview important performance, technical, and user experience metrics?

    Do we have new issues to address?

    Depending on the project, we can collect data for the following aspects:

The metrics we collect will depend on the specific improvement we are aiming for.

Clients who need website activity measured against lead sources, pipelines, and revenue outcomes can use our Reporting & Attribution Services for a more sufficient measurement framework.

15

When Should You Optimize Your Website?

Improvements may be necessary if the following issues exist:

  • slow page speeds;
  • poor navigability;
  • an inadequate experience on mobile devices;
  • repeated appearance of technical problems;
  • certain page importance issues;
  • the presence of outdated or obsolete page content;
  • there is duplication of content within multiple URLs;
  • there have been recent changes to the website which adversely affect performance;
  • the business has newly added services or new market coverage;
  • there has been a negative impact on search visibility caused by changes to the website;
  • although the website experiences some degree of traffic, it does not adequately support the customer journey.
Information architects organizing website navigation, service pages, and customer pathways.

FAQ

Frequently Asked Questions

Website optimization integrates improvements for site speed and performance, mobile usability, and technical and schema health and architecture, as well as improvements that enhance navigation, content structure, and the use and interaction of web pages, and other website issues such as broken links, redirects, and indexing.

In most cases, some type of rebuild is not necessary. Many websites require only significant improvements to their structure, technical aspects, content, performance and the like. We perform a thorough analysis of your website to determine what needs to be improved.

In many cases, optimization efforts will significantly improve the performance of your website. However, this depends on what is slowing the site down, and can include factors such as images, scripts, templates, server response, fonts, and many other technical factors.

Website optimization includes improvements to all metrics, including Core Web Vitals. Core Web Vitals are website performance and page experience metrics established by Google. They assess the loading time of a web page, how the page responds to user input, and its overall performance. We go beyond these metrics when evaluating the performance of a website.

Optimizing site performance usually relies on elements like performance, configuration, architecture, organization, and behavior of site content, among other things. Many improvements can be constructed without design. However, there are some usability problems that would have to be fixed with a design change. These should be resolved based on necessity.

Improving a site can help optimize issues related to site performance and content. However, there can be no guarantee of ranking because a number of external factors controlled by other people are involved in the process of producing search results.

Your site should be optimized for all devices, but mobile devices should be prioritized because most people search and communicate with businesses from their mobile devices. The answer to this question depends on the performance of the current site when real users are examined.

No. Schema markup should only be utilized when an appropriate schema is available and can be used to accurately define the information presented on the page. Inaccurately or incorrectly using schema markup will not improve optimization.

Yes, when optimizing a website before a redesign, we take a look at the important URLs, the site architecture, the content, the redirects, the technical requirements, and site visibility. This helps alleviate some of the issues when the site redesign goes live.

We examine post-migration issues and identify what needs to be corrected, which could be redirects, missing pages, issues surrounding indexability and signals, changes to content, architecture, and other technical issues.

Every site is different. Use the number of site updates and changes as a way to judge how much monitoring is done. Significant site redesigns, migrations, or service launches are all major reasons for monitoring website optimization.

We look at the pages that are most important for the business. We also look at the customer experience. There are several factors that determine what is addressed first, including site health, search visibility, and the implementation of changes.

Build a Website That Can Support Growth

Your website supports the foundation of your digital marketing efforts.

We pinpoint your website issues, and prioritize the necessary improvements to provide a solid framework for your business growth initiatives.

Get Your Website Optimization Assessment → Get a Growth Audit